Sunday communication was one of six mobile phone service providers are facing tough competition in the small population of 6.7 million in Hong Kong. The company pursued an aggressive marketing and branding strategy since its inception in 1994. However, six years later, he was still struggling to make a profit. In connection with the granting of 3G licenses in early 2001, the company is hard-pressed to formulate a viable strategy that will allow it to capitalize on its brand image and change the position of the mobile phone industry. "Hide
for Velma Lee, Pauline Ng, Elsie Choi Source: University of Hong Kong, 23 pages. Publication Date: August 15, 2001. Prod. #: HKU136-PDF-ENG
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